
The brand has quickly become incredibly popular since launching last month, with its first lingerie collection, Seductress, selling out almost immediately. This success is largely due to unique marketing, including a memorable publicity stunt involving lingerie placed on the Hollywood Sign.
Sweeney has made it clear that she wants the brand to be inclusive, offering a wide range of sizes – 44 in total – to fit diverse body types. She explained that her goal was to create lingerie that makes women feel confident and empowered.
Syrn, as Sweeney describes it, is about feeling good in your own skin – sexy, strong, soft, or playful – whatever feels right for you. As the sole founder and creative director, Sweeney emphasizes that she is personally involved in every design and wouldn’t create anything she wouldn’t wear herself.